AIPIA highlights HP Brazil’s success case in Smart Packaging

The association’s 2020 virtual conference also featured strong lectures, such as that of Professor John Williams, chairman of Information Engineering at MIT

Edson Perin

In a day full of content, technologies, exclusive launches (read more in TalkinThings launches NFC tag for 3 cents), solutions and good ideas in Smart Packaging, the AIPIA Virtual Congress 2020 highlighted the success case of HP Brasil among the solutions applied in practice. The practical example of HP was shown in a joint presentation with Sincpress, the first center of excellence in smart packaging in Latin America, which also had a booth at the event.

Despite being held virtually for the first time in its history, due to the Covid-19 pandemic, this year’s edition of the event had more than 65 speakers broadcasting live, two brand challenges (Takeda and KraftHeinz Challenges), 30 stands online with 210 specialists attending in real time, five panel discussions and more than 600 visitors. “This virtual event was a great achievement by the AIPIA team, chaired by our executive director Eef de Ferrante”, exclaimed Dick De Koning, chairman of the AIPIA (Active and Intelligent Packaging Industry Association), at the end of the congress.

The case of HP Brasil in Smart Packaging was one of the largest, in terms of product volume, and most innovative presented by the AIPIA conference. With more than 30 thousand printer units distributed within smart packaging, the project aims to connect the physical and digital worlds through the Smart Packaging solution implemented by the company with Sincpress. Diego Mutta, one of those responsible for the success case of HP Brazil, explained in his presentation that, thanks to the initiative, more than 100 thousand page views were generated on the company’s website, since May 2019.

“This means,” according to Mutta, “that HP Brazil’s customers and business partners are actually using the service in their routines, solving their problems – in most cases – in just two clicks”. Mutta said the project was launched in Brazil and will now have an international reach, allowing other HP customers to use the Smart Packaging feature.

HP’s Smart Packaging experience allows products to be identified by means of watermarks (or, in English, watermark) invisible to human eyes and digitally printed on labels, boxes and other materials. These watermarks activate responses in an app installed on customers’ smartphones. Thus, consumers of HP printers can find instructions on the operation of the equipment, which cartridge to use, how to purchase this input, for example, and which, before smart packaging, would be in a physical product manual or CDs, thus eliminating , materials that after a while would be discarded. In this way, the HP Deskjet Ink Advantage 3700 packaging effectively contributes to the company’s sustainability.

When introducing the presentation of HP’s case, Paula Valério, from Sincpress, revealed the three pillars on which works the center of excellence in smart packaging that she runs in Sorocaba (SP): Brand Protection, Sustainability and Customer Experience. The three pillars support the HP case, since consumers, in addition to a pleasant and innovative experience, can be sure of the authenticity of the product, know that it has a legal origin (that is, it is not the result of cargo theft, for example) and help reduce waste.

Books recommended by Professor John Williams, Massachusetts Institute of Technology (MIT)

The conference also featured a presentation by Professor John Williams, from the chair of Information Engineering at the Massachusetts Institute of Technology (MIT), who spoke about what he called continuous digital transformation in packaging identification and tracking. “Yesterday, I was updating my browser settings when Chrome informed me that 37 of my keyring’s passwords were compromised 13 days ago. What exactly was Chrome telling me? I think if an attacker had open access to attack a specific account, he would guess the right password in a few seconds. So, should I panic or not? I am using this as an illustration of the tools that are part of this digital transformation of the industry ”, he clarified.

Williams said companies and even universities are having a hard time going through their digital transformations, because the evolution processes happen faster than trying to keep up. “With scientific knowledge doubling every 2 years, can we really develop plans for 3 or 5 years?”, He asked. And he added another point for reflection: “should we throw away the determinations of the company’s command and simply adopt agile or lean methodologies? Is there a middle ground? ”.

Screen shot of Andrew Drummond’s presentation, Director Commercial Operations at Evrythng

Williams reported that counterfeiting of drugs and cigarettes reaches about 20% of sales in some countries. “The crooks have switched to cyber crime. What worries companies the most is what to do in the event of an attack: nobody really knows what to do, ”he said. In another finding, Williams said that the IoT (Internet of Things) is producing a huge amount of data and that some companies are using blockchain to control product recalls. “Recycling packaging is becoming more and more important and this through Smart Packaging has grown too”.

And he concluded: “the problem with studies today is that, if they last five years, they no longer make sense, since human knowledge doubles every two years”. For Williams, we can no longer predict as before. “Commanding from the top and working with predictability is no longer possible. Online marketing integrates with social media, for example, and this is motivating companies like Apple, Microsoft and Google to move with agility and speed, to keep up with the speed of the market”.

Below is a summary of the lectures covered live by the IoP Journal at the AIPIA Virtual Congress 2020 conference:

Building an Industry: Smart Packaging 2020-2030 statistics, technology developments and market implementation report and Q&A

Panel Q&A Live Broadcast

While it is clear that Smart Packaging (both Active and Intelligent) has made great strides in the last 8 years we still need to improve and build a major, sustained, ‘at scale’ roll out of these technologies in most Brand Owner and Retail environments.

IDTechEx’ CEO Raghu Das shared insights on the Smart Packaging Industry. A comprehensive IDTechEx Research report covers the upcoming requirements and drivers for smart packaging; feedback from Fast Moving Consumer Goods (FMCG) brands with their views of smart packaging; assessment of enabling technologies; smart packaging case studies; key players; and forecasts of electronic smart packaging.

IDTechEx concludes how the global demand for electronic smart packaging features will be a $895 million market in 2030 versus $55 million in 2020 (and more if the infrastructure, software and services are also included). Based on an impartial analysis, IDTechEx expects that almost 21 billion packages sold in 2030 will feature an electronic feature to enhance the package.

Accenture’s Stéphane Piqué gave insights about the business requirements and opportunities around Smart Packaging. Accenture consults and delivers Smart Packaging solutions to the biggest companies around the world and has long-year experience about what companies really need and the business case behind.

Screen shot of Larry Logan’s presentation, Chief Evangelist at Digimarc Corporation

User case: From Farm to Fork for RunHui Agriculture, China

Technology Stream Live Broadcast

RunHui brings safe and sustainable products to their consumers, while helping farmers make significant increases in both output and production. With the Kezzler solution consumers can easily scan the products using their phone and experience the farm-to-fork journey of the exact product in hand. By revealing the hidden pin, they can check authenticity, eliminating any concerns about the product’s origins. Full traceability across the entire supply chain helps to ensure quality and taste for these well-loved local delicacies.

Benefits of Connected Packaging

Technology Stream Live Broadcast

The solution on packaging on how the product becomes digital for the track & trace purpose and authority controls. Bridge also on the applications for the industry especially on the gray market challenges, counterfeit detection and consumer interaction. Presented by Nicolas Mordacq, Business Development Manager at Dentsu Tracking.

Smart Packaging for Intelligent Logistics

Panel Q&A Live Broadcast

The purpose of the Smart Packaging Ecosystem is to create an intelligent logistics system that can be applied to all sectors. To start with we are running logistics demo projects for five sectors: food, beverages, high-tech, health and pharmacy. Universal packaging and supply chain solutions are crucial elements to achieve our goal.

The Smart Packaging Ecosystem was launched under the guidance of AIPIA, Berenschot, and PACKZ on 21 January. In the virtual meeting on 17 March we progressed these joint demo projects. It was good to see new partnerships being created that focus on packaging and supply chain solutions as well. The next step for the partners is to detail the projects. Customer acceptance will be key to ensure support for future scale-up.

The Smart Packaging Ecosystem brings together a great deal of knowledge and expertise, but we also discovered some gaps. So we will be moving quickly to invite external parties from various countries to join in. More details on the specific fields needed will be published soon on the Berenschot and AIPIA websites.

Speakers: Stephanie Riffo, Junior Consultant Funding & Innovation at Berenschot; Erik Teunissen, Senior Managing Consultant at Berenschot Groep B.V.

Panelist: Dick De Koning, Chairman at AIPIA; Eef de Ferrante, Managing Director at Active & Intelligent Packaging Industry Association; Johan Glaser, Founding Partner at PACKZ B.V.

Recycling and Sustainability…. where digital fits in

Technology Stream Live Broadcast

The Digital Watermarks Initiative HolyGrail 2.0 – facilitated by AIM, the European Brands Association, as the next iteration of the initial HolyGrail project under the Ellen MacArthur Foundation (2016-2019) – is a pilot project with the objective to prove the viability of digital watermarking technologies for accurate sorting and consequently higher-quality recycling, as well as the business case at large scale. Digital watermarks are imperceptible codes, the size of a postage stamp, covering the surface of a consumer goods packaging and carrying a wide range of attributes. The aim is that once the packaging has entered into a waste sorting facility, the digital watermark can be detected and decoded by a standard high resolution camera on the sorting line, which then – based on the transferred attributes (e.g. food vs. non-food) – is able to sort the packaging in corresponding streams. This would result in better and more accurate sorting streams, thus consequently in higher-quality recyclates benefiting the complete packaging value chain.

Leading consumer brands and retailers as well as many other stakeholders from the packaging value chain have already signed up for HolyGrail 2.0 and will improve their packaging designs with a “digital recycling passport”. The setting up of a test market is already planned by end 2021. This is the future of circular packaging!

Speakers: An Vossen, Executive Manager at Plarebel; Larry Logan, Chief Evangelist at Digimarc Corporation.

Tamper-Detection Solutions for Anti-Counterfeiting and Brand Protection

Technology Stream Live Broadcast

Annual sales of counterfeit goods total a staggering $1.7 trillion worldwide. All consumers face the risk of buying fake products. Enter tamper-detecting technology for anti-counterfeiting and brand protection. In the case of Identiv’s major Canadian cannabis partner, an anti-counterfeiting, tamper-detecting solution using NTAG213 TT tags ensures product integrity from seed to seal. When it comes to brand protection, Identiv partner collectID combines blockchain with tamper-proof NTAG424 DNA tags, creating a product authentication ecosystem that stops counterfeiting, protects consumer confidence, and creates a new secure resale market. For both projects, end-to-end authenticity is the goal.

Speakers: Vera Mauerberger, Product Manager at Identiv; Shaun Stigall, Director, Strategic Accounts at Identiv; Klaus Simonmeyer, Business Development Director, Identiv; David Geisser, Founder & CEO at CollectID.

The World has Changed. Survivors will Adapt DTC Strategies to Reflect New Consumer Expectations for Transparency, Authenticity and Personalized Experiences — Online and Offline

Technology Stream Live Broadcast

With eCommerce growing at an unprecedented rate and consumer retail behaviors significantly shifted, brands must adapt in a thoughtful and strategic way. Digitized products and connected packaging provide a mechanism for brand owners to scale dynamic direct consumer engagements across a complex set of product lines, brands, markets, and channels. Major brands are leveraging existing martech assets, CRM, and consumer tracking tools to engage with consumers through products in-store and out-of-store, accessing rich information, personalized experiences, and eCommerce.

Speakers: Andrew Drummond, Director Commercial Operations at Evrythng.

User Case: How to approach a smart packaging project combining a variety of current and new technologies

Technology Stream Live Broadcast

Why Smart Packaging projects are so challenging? Because it’s not about adding a chip to your package. It’s about solving real problems with a bunch of technologies and processes.  Assuming that you are about to start a smart packaging project, we will give you a brief advice how to deal with that. Be part of an interactive session, sharing know-how and experiences from the participants of this session and us, a universal product security solution provider.

Speakers: Werner Horn, Managing Director, Securikett Ulrich & Horn GmbH; Marco Linsenmann, CDO, Securikett Ulrich & Horn GmbH.

NFC: The Waves Behind Smart Packaging

Panel Q&A Live Broadcast

NFC technology has become one of the most prolific technologies on the planet with over 20% of the population having access to NFC. Its widescale adoption is fueled in part by its growing use in smart packaging being implemented by brands across the world.

Speakers: Bruno Carpreau, Product Management, Mastercard

Panelist: Alastair Hanlon, Chief Commercial Officer, PragmatIC; Amir Khoshniyati, Head of NFC Business, Avery Dennison; Michael Sher, CEO, TapWow.

User Case: PSA Group: Intelligent Markings for Counterfeit Protection & Market Transparency

Technology Stream Live Broadcast

Protection from counterfeiting, control of all suppliers and simplified communication: with the 360° solution from tesa scribos®, the PSA Group benefits from maximum transparency and the advantages of digitally connected products.

Speakers: Guillaume Nocella, Brand Protection Manager, PSA Group; Ninon Mathé, International Sales Consultant South-West Europe at tesa scribos.

Start using your GS1 barcode as a gateway to online experiences

Panel Q&A Live Broadcast

GS1 explains how partners can use 1D and 2D barcodes on every product as a gateway to digital experiences. Manufacturers now include GS1 identifiers in the URLs encoded in QR and NFC tags. A single data carrier link to multiple different resources for multiple consumer can interact and supply chain processes at the same time. All this in a non-proprietary system that anyone can use, all based on the GS1 Digital Link global standard.

Speakers: Frits van den Bos, manager innovation at GS1 Netherlands; Kelly Ilse Schlafman, Director, Intelligent Packaging at Proctor&Gamble; Roberto Olivares, Senior Project Manager at Woolworth’s Australia; Dom Guinard, CTO and Co-founder at Evrythng.

Takeda Challenge

Takeda Pharmaceutical Company Limited, in partnership with AIPIA, co-hosted the 2020 AIPIA Smart & Intelligent Packaging Challenge at the Packaging Word Congress. Participants were invited to present innovative ideas, that incorporate active and intelligent packaging formats and technologies that can be applied across our portfolio of pharmaceutical brands. 

Takeda is a patient-focused, values-based, R&D-driven global biopharmaceutical company committed to bringing Better Health and a Brighter Future to people worldwide. Through focused R&D efforts across our therapeutic areas and targeted investments, we push the boundaries of what is possible in order to bring life-changing therapies to patients worldwide.

Its portfolio of global brands and products spans four key therapeutic areas: Oncology, Rare Diseases, Neuroscience, and Gastroenterology (GI). Also operates a large portfolio of Plasma-Derived Therapies and Vaccines.

User Case: How augmented reality pushes connected packaging and how Coca Cola, Nestle, Beiersdorf Unilever harness this tech to drive commercial value

Technology Stream Live Broadcast

Packaging represents a brand’s personal advertising billboard which is in contact with the consumer’s everyday lives – but until now it’s sat there silently. With the power of the smartphone Augmented Reality turns passive packaging into an interactive media channel. Martin shared how partners like Coca Cola, Nestle, Beiersdorf Unilever harness this tech to drive commercial value.

Speaker: Martin Stahel, Sales Director at Zappar limited.

Shelf Life Extension for Fresh Foods: Challenges, Benefits and Innovation

Technology Stream Live Broadcast

Outline the problem behind shelf life extension of fresh foods and describing clear paths of practical solutions.

Speaker: William Belias, Chief Technology Officer at SoFresh.

KraftHeinz Challenge

Kraft/Heinz is the world’s 5th largest food company formed by the merger of Kraft Foods and H.J. Heinz in 2015. It brought together two of the best known names in the food sector. The company had $25.0 billion in annual sales as of 2019. In addition to their own Brand names the company manufactures 20 other well know products, including Oscar Mayer, Philadelphia Cream Cheese, Planters and Weight Watchers. Its products are present in more than 200 countries.

Packaging has a unique opportunity to play a significant role in enabling growth and productivity for our company. Kraft Heinz is scouting for affordable, scalable, and differentiating active & intelligent packaging solutions based on emerging innovation.

The Evolution Of Tracking Technologies For Returnable Packaging

Technology Stream Live Broadcast

Tracking technologies evolved in the mission to enable full supply chain visibility. There is no one size fits all in tracking; the key for success is combining a suite of technologies to provide cost-effective solutions for various use cases\ business models across this industry.

Speaker: Tal Leemor, Head of Marketing AT Hoopo systems LTD;

Panel: Helping Consumer Goods Brands Outsmart the Counterfeiters with a Multi-layered Approach to Brand Protection

Panel Q&A Live Broadcast

A panel of industry-leading experts discusses the new market realities and specifically how the world’s largest brands are pre-empting counterfeiters and product diversion through the use of cutting-edge technologies. Today’s counterfeiters aren’t just sophisticated — they are relentless. The only way for Consumer Goods Brands to outsmart the counterfeiters is to take a multi-layered approach to product authentication — linking multiple tags (QR codes, secure NFC tags) and covert identifiers with serialized identities in the cloud. Good news… Industry leaders like WestRock, EVRYTHNG, and Digimarc are partnering to bring these solutions to market — simply, quickly, and cost-effectively.

Speakers: Curt Schacker, EVP of Strategic Partnerships at Evrythng.

Panelists: John Dwyer, VP Business Development at WestRock, Phil Stafford, Global Business Development Director at Digimarc.

IoP Journal is AIPIA’s media partner



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